Product positioning is essential in establishing a successful brand. Positioning can be described as “a communication tool to reach target customers in a crowded market place” (Ries and Trout). Several different methods can be used to successfully position a product including information overload, getting into the mind of the consumer, positioning as a leader, positioning as a follower, and repositioning the competition.

Through reading a recent article about sports and outdoors retailer, Mountain Equipment Co-op, I discovered that MEC is actually using product positioning as a way to maintain and grow its brand. MEC reaches its target customers through getting into the mind of the consumers. In its latest re-branding effort, MEC has segmented each activity in the store with a set of motivations and aspirations. By using consumer motivations to inspire and rebrand, the retailer appeals to people’s motivations, rather than a specific activity. For instance, in the cycling-specific section of the store, new signage speaks to the various types of cyclists. In addition, Mountain Equipment Co-op is trying to reach out to a more diverse customer segment. Through its new imagery depicting more urban scenes with people from a younger age group and various cultures, MEC is attempting to remain relevant to both the generation of younger people and the slightly less “outdoorsy” segment of society. Ultimately, MEC’s recent rebranding efforts should drive more customers into stores due to the use of product positioning.

Works Cited

Horn, Jennifer. “MEC uses consumer motivations to inspire a rebrand.” » strategy. N.p., n.d. Web. 6 Oct. 2014

“Product Positioning.” Product Positioning. N.p., n.d. Web. 5 Oct. 2014.